Title: Marketing's influence and cross-functional interaction in e-commerce

Authors: Jyh-Jeng Wu

Addresses: Graduate School of Business Administration, Providence University, 200 Chungchi Rd., Shalu 433 Taichung, Taiwan

Abstract: The purpose of the research is to discuss the role of marketing|s influence and cross-functional interactions in the new field of commerce – e-commerce. In order to understand how these two factors – marketing|s influence and cross-functional interactions – influence business performance in the new arena, we design a framework, ||contingency-structure-result||, which is based on strategy typology and market orientation. The study will focus on three major online industries – online bookstores, travel websites, and online retail – and take an empirical analysis using a questionnaire. Results from the survey of Taiwan websites are as follows: 1) marketing|s influence and cross-functional interactions play a mediating role, which enables strategy typology and market orientation to influence business performance; 2) differentiation strategies and market orientation are positively related to both marketing|s influence and cross-functional interactions, and a low cost strategy is positively related to cross-functional interactions; 3) other marketing|s influence and cross-functional interaction influence business performance positively; 4) The dimensions (contingency, structure, performance) of one industry are different from those of other industries.

Keywords: e-commerce; marketing orientation; strategy typology; marketing|s influence; cross-functional interaction.

DOI: 10.1504/IJSTM.2004.004299

International Journal of Services Technology and Management, 2004 Vol.5 No.3, pp.247 - 262

Published online: 10 May 2004 *

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